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The Impact of Digital Marketing on Consumer Buying Decisions in the Georgian Market

In: Chances and Challenges of Digital Management

Author

Listed:
  • David Sikharulidze

    (East European University
    International Black Sea University)

  • Gvantsa Tsikhiseli

    (East European University
    International Black Sea University)

Abstract

The main goal of the research is to find out what influence different mechanisms of digital marketing have on the consumer's buying decision. The purpose of the research is to analyze different platforms and find out how they work in the Georgian market. This study investigates digital marketing channels, including, mobile marketing, social media marketing, and email marketing. It examines how various channels affect consumers purchasing decisions in the Georgia market. Questionnaires were compiled based on a simple sampling technique. 200 questionnaires were distributed and 104 completed copies were collected, excluding those that were not filled in completely. The findings of this study showed that digital marketing, including that done through Gmail, social media, and mobile platforms, has a significant influence on consumer purchasing decisions. As the research results showed, In order to maintain their competitiveness in the modern business environment, organizations should develop strategies to use the digital world and technology to influence customer buying decisions.

Suggested Citation

  • David Sikharulidze & Gvantsa Tsikhiseli, 2023. "The Impact of Digital Marketing on Consumer Buying Decisions in the Georgian Market," Springer Proceedings in Business and Economics, in: Richard C. Geibel & Shalva Machavariani (ed.), Chances and Challenges of Digital Management, pages 121-130, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-45601-5_12
    DOI: 10.1007/978-3-031-45601-5_12
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